In our supercharged, connected world, employees tow the brand front line like never before, and they're armed with the tools to reach people directly and in select groups. In turn, customers, prospects, and others expect that the brands they favor are readily accessible and available at the time of their choosing, via the channel of their choosing.
Now Starring Your Brand
Whether attending a webinar, completing a survey, or reading a tweet, prospects and stakeholders are receiving, absorbing, and responding to branded messages by employees that represent a company. Employees are charged with the responsibility of serving and honoring the brand both in the tranquil homeland (among satisfied customers) as well as in unknown territories (among new markets and prospects yet to be converted).
With greater capabilities for direct access (frequency and channel variety) between a host of internal employees (not just Marketing!) and the public at large, it's no surprise that precious little of a company's useful communication penetrates the minds of intended targets. Too much marketing is flying around, and folks get desensitized. Plus, people have filters and knobs available to them to mute the noise as their needs and preferences evolve.
Most of that stuff you and your marketing team painstakingly produce is unclicked, unopened, and unnoticed. Your targets are simply overwhelmed by the volume and unmoved by the messages. The most meaningful contact or inquiry often originates with the target—but that doesn't lessen her desire or need for clear, unified messaging that is consistent with what she already knows of your brand.
It's Not You (It's the Mixed, Disjointed Messages You Send Me)
The lesson? Marketers must resist the urge to overcome target customers' resistance via an attack of message velocity or trials of shiny objects. More communication does not translate into more effective communication. Instead, regroup. Learn to penetrate the communication haze with stronger, more-unified messaging that stands up to the multichannel test by reinforcing your brand position with every copy point and content product, offline and online.
Be more intentional in your communication.
Take the first step (it's free).
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- Do Employees Get the Brand Story Right?